Effects of mere exposure on category evaluation measured by the IAT and the GNAT

Abstract

Based on mere exposure studies, we proposed that repeated exposure to stimuli belonging to a common category leads to a positive evaluation of that category. Furthermore, to investigate the implicit effects of mere exposure, indirect measures were used. In a series of experiments, participants were repeatedly exposed to mimetic words written in Japanese hiragana or katakana, or nothing (control). Then their evaluations of the category (“hiragana” or “katakana”) were measured using indirect and direct measures. In Experiment 1 (Implicit Association Test; IAT), we adopted a traditional design using an exposure paradigm, such that the rating stimuli were identical to the exposed stimuli. Significant effects were observed for both measures. In Experiment 2 (IAT) and Experiment 3 (Go/No-go Association Task; GNAT), we used non-exposed stimuli that belonged to a common category as the rating stimuli. Significant effects were observed only for indirect measures. These results indicate that repeated exposure has unconscious positive effects on category evaluation. Theoretical and methodological implications of the findings are discussed.